Long-term commercial partnerships often grow beyond branding into meaningful community work. Extensions that reach a decade mark the strength of shared values. Supporter experiences and local recognition form the heart of successful collaborations.
Clubs and partners that celebrate volunteers and grassroots coaches create lasting connections. Campaigns that highlight the people behind the players resonate strongly with fans. Continued investment in these areas strengthens the bond between the club and its communities.
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Arsenal have agreed a four-year extension to their global partnership with Cadbury, taking the relationship to a total of 10 years. The renewal builds on a shared commitment to creating memorable experiences for supporters, celebrating local communities and bringing people together through football.
To mark the extension, Arsenal and Cadbury produced a special film celebrating lifelong supporter Asha Price, who has volunteered across Arsenal in the Community programmes for the past two seasons while participating in the Coach Development Programme. Asha was surprised with a stadium tour, box experience and messages from Viktor Gyokeres, Jurrien Timber and Kai Havertz.
One of the partnership’s most recognisable initiatives has been Cadbury’s ‘Game Changers’ campaign. Arsenal Women players have shared stories of those who shaped their journeys, while local community figures such as Jen Kelly of Islington Borough Ladies Football Club have been recognised and supported with coaching programmes. Kelly was later surprised by Leah Williamson.
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Other activations have included Christmas ‘Secret Santa’ content with first-team players and Easter challenges that offered signed merchandise and ticket giveaways. The new agreement will continue this work over the next four seasons.
Omar Shaikh, Arsenal’s Global Partnerships and Ventures Director, said: “Cadbury has become a valued part of our partner family and has played an important role in helping us create memorable experiences for supporters while celebrating the communities connected to our club. The strongest partnerships are built on shared values, trust and a long-term commitment to growing together. This renewal reflects the strength of our relationship.”
Louise Page, Cadbury Partnerships & Owned Channel Lead, added: “Cadbury is dedicated to celebrating the people behind Arsenal, on and off the pitch. Continuing that partnership takes us to 10 years with Arsenal, and we can’t wait for what’s to come.”
Supporters will welcome the continued collaboration. The focus on community and unique experiences ensures the partnership remains more than a simple sponsorship. Further activations are expected throughout the new season.